Challenge
Glady is a brand that has existed since June 15, 2022.
It provides employee benefits through a single, easy-to-use platform offering gift cards, cultural activities, leisure, travel and holidays, discount spaces, ticketing, and more.
After one year within the Design team, I was entrusted with redefining Glady’s image.
The only constraint: bring pleasure back into the brand’s visual identity.
While staying true to the foundations of the existing identity, my goal was to make the brand feel more accessible, more human, and full of character.
Solution
To convey this sense of comfort and enjoyment, I first chose a rich color palette in order to create a distinctive and memorable visual direction, moving away from excessive minimalism while differentiating the brand from its previous identity.
My intention was simply to bring back warmth through vibrant, sunlit colors while creating a flexible creative system capable of adapting across multiple formats, contexts, and audiences.
I also chose a modern typographic pairing by combining Inter Variable, which adapts seamlessly across print, web, and social media formats thanks to its versatility as a Google Font, with Glady’s signature typeface since June 15: Source Serif Pro.
Ecosystem
A visual identity must remain consistent across every touchpoint, and Glady was no exception.
This new identity was implemented throughout the entire Glady ecosystem: from the Manager Dashboard for companies to the Mobile App for employees, including the marketing website.
It was essential for the experience to feel coherent across all platforms in order to strengthen the overall user experience, and that consistency relied heavily on the standardization of components.
I designed the interfaces with the idea of creating a seamless experience, where the Mobile App naturally feels like an extension of the Manager platform while offering a more personal and enjoyable experience, now also available in Dark Mode.
Employer Branding
A visual identity should not only represent a brand for its customers, but also for the people who work within it. It was important for Glady’s teams to feel represented and connected to the brand.
I made it a priority to ensure that Glady’s major moments, as well as its different internal teams, were represented through strong visuals and custom logos to reinforce this sense of belonging.
I also completely redesigned the onboarding journey alongside the Recruitment team to make the experience more engaging and playful.
In addition, I created dedicated art directions for Glady’s events and parties, inspired by the atmosphere and legacy of iconic Parisian nightlife and club culture.
Social Media
Finally, I extended this visual identity across all communication needs by creating ready-to-use templates while preserving the brand’s brutalist-inspired aesthetic.
Each content category needed to be instantly recognizable at a glance:
Distinguishing tutorials from white paper excerpts, identifying job offers, podcasts, giveaways, and much more.